Nudie Jeans – D2C Ranking & Growth Metrics
Selvedge and organic cotton denim jeans from Gothenburg, with free lifetime repairs.
Last updated · October 2026 edition · data to end of September 2026 · method v1.3
Nudie Jeans is new to the index this month, entering at #60 of 522 overall and #30 of 142 in Apparel. On our estimate its revenue is growing year on year (high confidence). Branded search is growing over the past year. Its closest Apparel competitor is Hiut (#476).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
How scoring works →Year on year, high confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
How scoring works →How big Nudie Jeans is today: #60 of 522 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: growing (50 = flat).
what drives the score Is Nudie Jeans' revenue growing?
We estimate Nudie Jeans' revenue is growing year on year (high confidence). Branded search and site traffic don't contradict each other, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Nudie Jeans growing?
Nudie Jeans' Momentum score is 58.6, which means it is growing (50 means flat; a brand that doubled would score about 88). Branded search is growing over the past 12 months, and growing strongly over the last three months compared with the same months a year earlier. Site traffic is steady over the same 12 months. Its size score is driven most by branded search demand, with site traffic relatively weakest.
About Nudie Jeans
Nudie Jeans makes denim jeans, jackets, knitwear and shirts from organic cotton, many cut from raw selvedge fabric woven by Kaihara in Japan. Founded in Gothenburg in 2001 by Maria Erixon Levin and Joakim Levin, the brand built its identity around dry denim and a wear-and-tear philosophy: jeans meant to be repaired rather than replaced. Since 2007 it has run Repair Shops that mend jeans for free, buy back old pairs for resale, or recycle them, turning worn denim into what it calls tomorrow's vintage rather than garbage.
Nudie Jeans competitors
The apparel brands closest to Nudie Jeans: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Handmade jeans cut and sewn by hand in a Welsh factory
Jeans-led womenswear and menswear with a published impact report
Jeans and everyday basics made at a family's Honduran denim factory.
Bamboo sleep bags and sleepwear for babies, kids and family pajamas
Wireless bras and leakproof underwear for women, teens and men
Nudie Jeans branded search volume
How often people search for Nudie Jeans by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is growing; the last three months, compared with the same months a year earlier, are growing strongly. Demand is fairly steady through the year.
Nudie Jeans' audience, products and channels
Social audience
- Instagram nudiejeans 346k
Also on Pinterest and Facebook.
Followers as shown on each platform, collected for the October 2026 edition.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in Australia, Sweden, Germany and the UK.
Nudie Jeans: common questions
What does Nudie Jeans sell?
Selvedge and organic cotton denim jeans from Gothenburg, with free lifetime repairs.
Where is Nudie Jeans from?
Nudie Jeans is based in Gothenburg, Sweden.
Where can you buy Nudie Jeans?
Nudie Jeans sells through its own online store and selected retailers. Its online store is at nudiejeans.com.
When was Nudie Jeans founded?
Nudie Jeans was founded in 2001.
Who founded Nudie Jeans?
Nudie Jeans was founded by Maria Erixon Levin and Joakim Levin.
Is Nudie Jeans' revenue growing?
Our estimate is growing year on year, with high confidence. It is a direction from online signals, not a sales figure.
Who are Nudie Jeans' competitors?
Nudie Jeans' closest competitors in the Apparel category are Hiut, ARMEDANGELS, Mott & Bow and Kyte Baby.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. October 2026, method v1.3. See the methodology, or report a correction. Want alerts when brands like Nudie Jeans move, or the data as an export? See data & alerts.